Jessi Healey explores the rise of virtual influencers, Meta’s shifting platforms and how real estate pros can keep showing up in a less human — but more connected — digital world.
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Each week on Trending, digital marketer Jessi Healey dives into what’s buzzing in social media and why it matters for real estate professionals. From viral trends to platform changes, she’ll break it all down so you know what’s worth your time — and what’s not.
The digital stage is getting crowded — and not just with people. YouTube’s latest report reveals that virtual influencers — AI-powered, digitally generated characters — are now driving billions of views, reshaping the creator economy, and influencing what comes next in content and marketing.
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Meanwhile, time on Instagram and Facebook is slipping, Meta may spin off Reels into its own app, and newer platforms like Bluesky are rethinking trust and identity. The platforms are still there, but how we show up, engage and build influence is rapidly changing.
Virtual influencers are dominating YouTube — and the future
YouTube’s latest Culture & Trends report confirms it: Digital personas are no longer niche — they’re shaping mainstream content.
In just one year, 300 virtual creators earned more than 15 billion views, including 1 billion from U.S. viewers. From music artists like Hatsune Miku to livestreaming personalities like Code Miko and gaming bots like Neuro-Sama, virtual influencers are not only gaining followers — they’re signing brand deals, appearing in livestreams and redefining relatability.
What makes them work?
- They’re consistent, always available and algorithmically optimized
- Their storytelling is stylized and platform-native
- They adapt faster than human creators — no sleep required
YouTube calls it a reflection of how subcultures become mainstream and a new layer of creator marketing that brands should keep on their radar.
While you don’t need to compete with AI avatars, the opportunity for real estate professionals is clear: YouTube remains one of the most powerful platforms for long-form, searchable, lead-generating content. Here’s one agent who’s built his business on YouTube by creating just that: How to leverage YouTube to go from contact to contract in 17 days
For real estate professionals, this is a reminder that content creation is evolving fast. You don’t need to become a virtual influencer, but embracing AI tools to enhance storytelling, generate visuals or boost video consistency could help you stay visible in an increasingly dynamic landscape.
Facebook and Instagram lose attention to messaging apps
According to Meta CEO Mark Zuckerberg, time spent on Facebook and Instagram has “gone down meaningfully” as users shift toward private messaging over public feeds. While these platforms still dominate the digital space, interaction styles are evolving quietly and quickly.
For real estate professionals, this is a reminder to prioritize DMs. People increasingly want direct, low-pressure communication, so responding quickly, offering value in private messages and even experimenting with auto-replies can give you an edge.
Meta might be launching a standalone Reels app (for real this time)
Mobile developer Alessandro Paluzzi has spotted Reels showing up alongside Meta’s other apps (WhatsApp, Threads, Facebook, etc.) in “Apps Also from Meta” — hinting that the company could finally be prepping a separate Reels platform.
Why it matters:
- Short-form video still dominates attention
- Separating Reels could streamline video consumption and increase view time
- A standalone app could mean new opportunities for discoverability
For real estate professionals, this is a reminder to keep investing in short-form video — and to be ready to pivot if Reels becomes its own ecosystem.
Bluesky rethinks verification with a trusted model
Bluesky has added verification checkmarks, but not just for clout. Trusted organizations like The New York Times can directly verify users, like journalists, from inside the app.
It’s a model that could rebuild trust in digital identity, especially as impersonation and fake accounts grow more sophisticated across platforms.
For real estate professionals, this is a reminder that verification isn’t just about status — it’s about credibility. Wherever you post, make sure your audience knows they’re interacting with the real you.
Facebook referrals are back for publishers
Despite declining time on platform, Facebook is quietly rebounding as a source of referral traffic to news and media websites, particularly on desktop. Press Gazette reports 75 percent of major publishers saw traffic increases in March.
It’s unclear how this will impact brand content, but the shift suggests Meta is rebalancing its algorithm toward informative content.
For real estate professionals, this is a reminder to share local insights and blog-style content on Facebook, as it may receive a bigger boost than expected.
TL;DR (Too Long, Didn’t Read)
- 📉 Time on Facebook and Instagram is down: Messaging apps are winning attention. Focus more on DMs and private connections.
- 🎥 Standalone Reels app may be on the way: Meta appears to be prepping Reels as its own platform. Keep video a top priority.
- 🦋 Bluesky adds trusted verification: Real organizations can verify real people. Credibility is back.
- 📈 Facebook referrals up for publishers: Long-form content and blogs might get a second wind.
- 🤖 Virtual influencers are gaining real traction: 15 billion views last year across YouTube alone. They’re coming for the scroll — and the sale.
As public platforms grow quieter and AI-powered creators get louder, the challenge isn’t just visibility — it’s relevance. Whether you’re embracing short-form video, refining your DM strategy or experimenting with blog-style content, the most powerful move is staying human — even as the feed gets more artificial.
Jessi Healey is a freelance writer and social media manager specializing in real estate. Find her on Instagram, LinkedIn, Threads, or Bluesky.
